Jul 30th, 3:00 PM - 4:00 PM


Customer Mood and Service Quality Evaluation of Tour Operations


The purpose of this research is to examine the moderating effect of tourists’ moods on service evaluation of tour operations and overall trip satisfaction. The study used a sample of Germany tourists who traveled to the Mediterranean region of Turkey. The overall hypothesis of the paper is that tourists’ assessments of service and satisfaction may not be free of bias, but may depend on the emotional state (such as mood) during the evaluation stage. The findings of the study are consistent with extant literature in the area in that a tourist’s mood does influence his/her response to tour operations and overall trip satisfaction level.